The Path To 10K In Sales: Strategy, Luck & Mistakes

I’ll admit my mind is blown knowing there are over 10,000Emotion Thesaurus books out in the world. Becca and I are thrilled, and so appreciative to all the writers and teachers who took a chance on it. As aspiring novelists, we know just how hard it is to write and the perseverance it takes to create a book. Providing a tool to help other writers with emotion is nothing short of an honor (sappy, I know, but true. Writers rule and we love you guys!)

In that same spirit of wanting to contribute, we thought it might be beneficial to share our focus as we sent The Emotion Thesaurus into the world. We realize this is a non-fiction book, not fiction. Novels are a harder sell–instead of dealing primarily with what a audience NEEDS like nonfiction, it is more about what they WANT, and personal reading tastes are unpredictable. However, much of the strategy we used with the ET can be adapted for fiction, so hopefully novelists will find value here regardless. Apologies for the length, but we wanted to fit everything in one post for east reference. 🙂

A Bit of History…

As many of you know, The Emotion Thesaurus started on the blog as a ‘set’ of lists focusing on how to show a character’s feelings. Becca and I struggled with emotion, and when we could not find a good resource to help us, we created one. As it grew in popularity, readers asked us to turn it into an enhanced book version.

We chose self publishing for a few reasons, the most important being TIME. It can take years for a book to find a publisher and then be available to purchase, and writers and teachers needed it NOW. We also discovered someone pirating our content for profit, so waiting any longer to create the book would be foolhardy. We launched The Emotion Thesaurus: A Writer’s Guide To Character Expressionon May 14th, 2012.

What We Had Going For Us

PLATFORM. Becca and I have worked since 2008 to build a place within the Writing Community, providing resources through this blog and forging genuine relationships with our audience. Our attitude has always been to contribute and do what we can to add value. It was our hope that our readers would be willing to help raise awareness for The Emotion Thesaurus book.

NICHE. Our book tackled a topic that writers struggle with, yet few resources were available to help. As writers, we knew exactly what type of tool was needed to help with emotion and body language.

What Stood Against Us

LACK OF CREDIBILITY. Becca and I were not authors (yet), nor accredited editors, and certainly not psychologists or experts on emotion. We had a platform, but no ‘book world’ clout. How could we possibly compete with the biggies in the Writing Resource field, names like Donald Maass, James Scott Bell, James N. Frey, The Plot Whisperer, or the dozens of other incredible, best-selling authors/experts?

SELF PUBLISHING. While the stigma is lessening, we all know bias remains. In some ways, creating a how-to writing resource and then choosing self publishing over traditional could act as a strike against us, meaning we would have to really prove ourselves with readers.

CONFIDENCE. This business is often a murky pool of feeling not worthy, not good enough. Without a book deal in place for our fiction to give us credibility or a degree/subject-specific education to hold up, we felt naked. Putting ourselves out there and donning the hat of authority that comes with writing any sort of how-to guide was terrifying.

The Scale Tipper

PASSION, BELIEF & TEAMWORK. As writers, we knew people needed this book. Heck, we needed it! We decided to create the best brainstorming tool we could and put all our effort into making it discoverable to those who might benefit from it. Working as a team allowed us to play off each others’ strengths and aided in decision-making.

READYING FOR LAUNCH

Outsourced formatting to a HTML goddess because the book is full of links and redirects

Test-marketed it with a select group of writers & used feedback to strengthen

MISTAKE: choosing a launch date and under-estimating the time it would take for setting up the business (two authors in different countries is a pain), uploading, formatting challenges, fixing last minute typos (again, our formatter Heather is worth her weight in gold!) This created lots of down-to-the-wire stress. Test marketing the book (while super valuable) also meant enabling changes late in the game.

First Hurdle: Launching A Book Without Feeling Like A Timeshare Salesman

For two writers who hate promoting, this was a massive challenge. Look at me! I have a book! Buy it!We needed a way to let people know about the ET but not be eye-bulging, book-waving maniacs about it. After many facetimes, we realized that to do this in a way that felt right, we needed to return to our AUTHOR BRAND: writers helping & supporting other writers.

“Random Acts of Kindness for Writers” became our secret plan: instead of making our release date about us, we would do something to celebrate & thank writers. This was risky in the sense that to do it authentically, we had to steer attention AWAY from our book’s release. However, we felt the reward was twofold–traffic to our site, and it allowed us a way to pour our flag-waving passion into celebrating people who really deserve recognition and yet rarely get it. This event aligned perfectly with our pay-it-forward beliefs, driving us to do all we could to make it a success.

For brevity’s sake, I won’t get into the nuts and bolts of how we set up the RAOK Blitz (but if enough people wish it, I can expand on this in a future post). Suffice to say it drew thousands of visitors and hundreds of writers participated, becoming a huge ‘feel good’ week for everyone that showcased the generous spirits of our Writing Community. 🙂

Marketing Boost: Becca and I gave away a free PDF called ‘Emotion Amplifiers’ as our RAOK gift to writers. This PDF booklet is a companion to The Emotion Thesaurus and has a similar layout. Our hope was that if a writer found it helpful, they might check the ET as well. (It’s still in our sidebar if you want a copy and helps with describing conditions like pain, exhaustion, stress, inebriation, etc.)

Second Hurdle: Reviews

A self-published book that is also non-fiction? Rough. Many professional reviewers will not take on SP books, and those that do usually only read fiction. So, instead of seeking out review sites, we put out a call out to Bookshelf Muse readers and asked if any of them were interested in reviewing the book. After all, the ET is BY writers FOR writers. Who better to review it?

We could not accommodate all the requests that came in, so we chose some reviewers strategically for their audience reach, and others through a random draw.

MISTAKE: We should have arranged for reviews much sooner. Due to not leaving ourselves enough time to get the book ready to go, we were unable to get a decent version out to reviewers until close to launch or after.

LUCK! Many people, after buying and using the ET, were so excited about it they wrote reviews on Amazon and Goodreads.

MORE LUCK! These reviews swayed even MORE people to take a chance on the book, and they in turn became avid word-of-mouth spreaders, telling writing friends and critique partners all about The Emotion Thesaurus. This led to better sales, top 20 ranking in several (paid) writing categories for print & kindle, a strong Amazon Best Sellers Rank, and placement on the Top Rated, Best Selling & Most Wished For lists (writing).

Marketing Tactics: Swag

We chose to invest in a postcard-sized bookmark that doubles as a Revision Tool. Many bookmarks lie forgotten in a drawer, or they end up being recycled. We wanted ours to stay right beside the computer during revisions, so we printed a ‘Crutch Word List’ on one side–words we commonly overuse and need to weed out. Our hope was that by making our swag useful, writers would hang onto it!

Spreading the word about a book can be difficult, so we put out a call (again utilizing our blog readers) and asked if people would be willing to take our bookmarks and hand them out to critique groups, or give them out at conferences and workshops. This allowed us to reach out beyond our own circle and hopefully reach new readers.

MISTAKE (?) This was a bit pricey considering the postage involved (some were sent worldwide), and took time to get addresses and mail out. We had no way to track the effectiveness. And while I have heard from people who said they saw them at conferences or were given one by another writer, we are not sure if the ‘mail out’ idea brought a significant return. But, the postcards are super handy to have at events where Becca and I are presenting, and we can pass them out afterward to keep the ET in people’s minds. So overall, this swag was worth it!

Marketing Tactics: Discoverability

The bulk of our marketing energy went into discoverability. Because we have such an amazingly supportive audience at The Bookshelf Muse, we chose a ‘grassroots’ approach rather than solicit big bloggers/sites for exposure. In our initial blog post asking for assistance from readers, we utilized a sign up form so the people who wanted to help us could, and in a manner that most appealed to them. The results of this was amazing–so many people offered to help get the word out!

One of our biggest needs was bloggers willing to host us for a visit. We were overwhelmed with gratitude to see how many people were willing to do this (have I mentioned how great you all are?) and we actually had to change how our form was worded to include offering book excerpts and reblogging previous TBM posts to accommodate the response. We ended up with over 115 hosts all told.

Attempting so many guest posts caused panic attacks, obsessive chocolate binging, feelings of inadequacy *coughs* was daunting. But Becca organized everything (SHE IS AMAZING!) and put us on an aggressive schedule that would allow us to finish them all within a 4 month window. We created a master list of topics, most centered directly on content that would tie into Emotion & Body Language, so that each post was a planned, quality post. The best thank you to those who offered to help us was to write content that would bring them strong traffic, not just exposure for us.

GUEST POST TIP: We did our best to thank personally every person who hosted and helped. We also shared all links on our social networks to bring new people to their blogs. We truly appreciated their time and energy, and their desire to see us succeed.

MISTAKE #1: biting off more than we could chew. This was an enormous amount of guest posts (with more requests coming in as a result of this visibility) and so it meant we were both unable to write anything but blog content for a good 4 months. We managed to get them done and we have no regrets because of the great exposure, but it also meant other things slipped. There were a few blogging relationships and opportunities we were unable to stay on top of because we were so busy posting elsewhere. We also had a tough time commenting on blogs and getting email written. With such a strict timeline to adhere to, I worried about messing up and forgetting something vital, letting a host down.

MISTAKE #2: not thinking enough about how to keep up with our own blog AND everyone else’s. Luckily as we met new people at different blogs, we found folks who wanted to guest post for us. We were able to give them exposure in return and bring some good content to the blog (LUCK!)So while we made a mistake about over committing, it worked out.

MORE LUCK! These ‘seed’ guest posts led to some writing communities and bigger organizations contacting us. This resulted in book reviews and giveaways that were included in newsletters and offered exposure with bigger audiences. The Discoverability Tour worked!

Marketing Tactics: Giveaways

We utilized giveaways to generate interest in our book and bring attention to some of the blogs we visited. We purposefully did not host book giveaways during the month of May to encourage people to buy, not wait to win. We had a few giveaways in June and then more in July, August and September. Some were bigger exposure opportunities like being featured in a banner at the Writer’s Knowledge Base and as a prize at Ink Pageant (thanks guys–you rock!) We tried to go where our readers would be, and took advantage of opportunities that allowed us to reach beyond the Kidlit & YA writer’s network we know best in order to create inroads with Christian and other Adult genres who might not know us or The Bookshelf Muse. We also utilized Goodreads and ran a giveaway through them.

Marketing Tactics: Distribution Channels

Becca and I talked about going KDP Select but neither of us could see the benefit to doing so right out the gate. In our minds, we wanted to ask a fair price for the books and have it available across as many channels as possible to reach readers where they are, not where we ‘chose’ to be. We distributed widely and included a PDF option for those who did not have ereaders or who felt more comfortable with PDF format. For those who like numbers, here’s the breakdown to 10,000 which we hit in September:

(click to enlarge)

*Prior to September, Kobo sales were bundled with Smashwords. Once Kobo created their own distribution, we uploaded direct. Sony sales are under the Smashwords umbrella.

You will notice that Print is quite strong. We believe this is partly because many writers like ‘craft’ books in paperback. We also have had feedback that some original digital buyers were so pleased with the ET, they later decided to invest in a print version, too.

Pricing: We chose the 4.99 price point for digital, and 14.99 for print. We have not changed the price nor offered the book for free. In the future we may change our pricing, but for now it works well with Extended Distribution, which we sell enough through to make it important to keep.

MISTAKE: not enabling Extended Distribution right from the start. Originally we didn’t think it would do us much good, until we realized without it, we could not get onto Amazon.ca. Seeing as I live in Canada, it is important that the people I meet at events or at my workshops have a way to get the book. Not doing this before May meant a six week lag of fielding emails from Canadians unable to buy the book.

Marketing Tactics: Paid Advertizing

We opted to not invest in any paid advertising. I think this was the right decision for us, but do see us choosing a few select ads in the future.

Where We Got Extra Lucky

Winning Top 20 Best Blogs For Writers with Write To Done a few months before The Emotion Thesaurus released. This raised our profile significantly, and at a critical time.

Once sales started climbing, Amazon would send out mailers to people who purchased writing related books, and sometimes The Emotion Thesaurus was listed as a ‘Those that purchased X might also like’ pick.

A price war between B & N and Amazon. For the last week of September, the two duked it out, lowering the book’s price daily until the discount put it under 10 bucks. Average sales nearly doubled for print (although sales dipped that week for Kindle).

A Few Extraneous Mistakes

Not soliciting endorsements. We didn’t do this in advance of publishing the ET because we were worried about being turned down, worried about getting the cold shoulder because we were newcomers and new authors. Now more than ever we are seeing an acceptance of SP, and of Traditional authors making the leap. Endorsements probably would have helped us greatly and so moving forward we’ll be seeking them out.

Not believing in ourselves enough at the start. I think we wasted a lot of energy on doubt because we hadn’t published before (except in magazines) and we were afraid that while we felt The Emotion Thesaurus added value, others would not. The response to The Emotion Thesaurus has been nothing short of phenomenal and knowing that Illinois State University is using it in their Creative Writing curriculum makes us incredibly proud. A self published book going to University…who would have thought?

Thoughts to Leave You With

Looking back, I believe we did two things right that led to everything else:

First, we created a book that readers are very happy with, and it fulfills a need in a way that they want to share it with people they know. (We are so, so, SO grateful to this word-of-mouth. Thank you all for doing this!)

Second, we live our brand: writers who help and support other writers. This is who we are! We love writers and have forged genuine relationships with our readers. When we needed help to spread the word, people responded, and more than that, became our advocates. There are not enough thank yous in the world for me to say what this means to us.

If I can encourage writers planning to publish to do one thing beyond the above, it’s to be authentic in whatever you do. When you build your platform, start in advance and think very hard about what your brand will be. Be yourself, be likable, do what feels right and resonates with who you are. Understand your audience, their likes and dislikes, and search them out. Use keywords to find blogs, forum discussions and hashtags that will help you discover people who might be interested in a book like yours. Interact, be genuine and think about how you can add value, not how you can market to them. Focus on giving, not getting. Trust that the rest will come.

Do you have any questions about what we did or why? Becca and I are happy to answer if we are able. And again, the biggest, squishiest, bacon-filled thank you for all your support of us and the ET. Your word-of-mouth has allowed writers and teachers everywhere to discover this book!

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About ANGELA ACKERMAN

Angela is an international speaker and bestselling author who loves to travel, teach, empower writers, and pay-it-forward. She also enjoys dreaming up new tools and resources for One Stop For Writers, a library built to help writers elevate their storytelling.

48 Responses to The Path To 10K In Sales: Strategy, Luck & Mistakes

Not only is your product wonderful, but the posting of your experience in making it all happen and achieving sales is truly valuable for the insight for the rest of us. Well done and congrats on your continued success with the book. And now you HAVE to change the way you describe yourselves: you are published, selling and successful authors!! 🙂

Aw Julie, thank you! I hope something here helps others, but I think the best thing people can do is to create a plan that allows them to be who they are. Being authentic is the best way to connect with other people. And of course we were brilliantly lucky to have so many people get behind the RAOK idea (LIKE YOU!) and help us to make that work. You guys are THE BEST and we are so lucky to know all the great people in this community of ours.

I used to say “high tolerance level” upon my own interpretation as a person who has a high tolerance of character in everything that affects his/her emotions. When my brother-in-law passed away today, I am thinking of writing something about him because of his character as such. However, I am not sure of my own understanding of high tolerance level, so I did a search in the Internet. You are number one in the search result so I immediately visited your site. I was glued to your site and spent almost two hours reading some of your blogs. My admiration went deeper so I bookmarked your site.

Angela and Becca, you’ve done a great job and a big help not only to writers but to everybody especially where emotions are concerned. I am really happy that I stumbled across your website. I am a blogger, an amateur blogger, and what I learned from your website will help me with my blogs. More power to both of you.

Nanalin, I am so happy you found your way to us. There are many areas of writing that we all have common struggles with, and Emotion tops the list. Next Emotional Wounds. It’s no surprise as what we feel as people is intensely complicated and seeps into every aspect of our actions. It’s the same for our characters. Very happy we were able to help you–I hope you’ll visit again. 🙂

Holy moly. Just reading this now for the first time. You two are amazing! Know what? You two created a useful product that helps people. With something this cool, it’s easy to sell. Even for non-pushy sweethearts like you <3

I was awed every time you guys did a post on an emotion, let alone compiling an entire book and launching it. You’ve contributed so much, been so kind to others, that it doesn’t suprise me you’ve hit 10k already. I expect those numbers to keep right on growing.Congratulations and thank you.

The RAOK campaign was fantastic! I hope you’ll do it again soon. It shows how much the writing community really does give back. You all are the benchmark for writers helping writers. Best of luck to you and may it be another 10k in sales.

Ahh, you guys!! This comment stream is stuffed with so many nice words I feel like it is Christmas. Again, you guys are the reason why we keep up this blog and write our books. Thank you for all you do, and for being so generous and fabulous. Each day we see how writers pull together to support and help each other out, and it is great. We are happy to contribute however we can. 🙂

You’re both so gracious to share your experiences with us. Congrat’s on sales and also as important is that you both put out a QUALITY product-I refer to ET frequently (In hindsight I should have bought a print version, bought the K). Thanks.

Excellent post, Angela! And a huge thanks to you and Becca for being so generous with your time and information to help the rest of us budding indie authors.

All these tips are extremely useful, but the most important factor for your success is that you and Becca worked long and hard to produce a quality product filled with valuable info for fiction writers! And laid out in a very accessible way. It’s an excellent resource that I recommend to all my fiction-writer clients! And I use it myself to offer suggestions for when they’re stuck for character reactions to circumstances.

Thank you for sharing your experience through the whole process and what worked and what didn’t. You two are truly amazing. All those guest posts! Oh my! You must have been living on adrenalin for those 4 months. I just can’t fathom doing that. You two must have super powers! My little blog launch yesterday wiped me out. I’m spent, but the support was so uplifting. Thank you for the shout out, Angela.

I love a success story, and yours is a wonderful one. All that hard worked paid off. I love how you thought outside the box and how it worked for you, how word of your awesome book spread and led to another and then another opportunity for you. You covered to much in this post, and I can’t respond to it all, except to say thank you for sharing this with us. Cheers to many more sales milestones and other books to come!

Wow. This is extensive. This walk through will definitely help a few people.

(By the way, I was concerned about the profit you two were getting from the books, but after doing the math and calculating the loyalties, you two will probably be set. Yet again, we writers shouldn’t be worrying about money too much.)

Absolutely Awesome!! Loved RAOK and have linked to your website over the last few years on my weekly round up blog for writers here in NZ, highlighting ET and RAOK. I will be sharing this post as well…the journey is a good one to tell because all the way through it your integrity to the project and to each other and the huge impact on writers just shines through! I am proud to own a copy of ET! You deserve every success!

I love the book. I even recommended it to my local writers group, and I know several of those writers purchased it. And like you said, some of them preferred the print version and didn’t have any problems paying an extra $10 for it. Keep up the good work!

Whew. What a wild ride this has been! But so incredibly rewarding. We really were so clueless when we started; that’s one of the reasons we wanted to share this post, to get a little more information out there about the process, so maybe it’s not so intimidating for someone else.

Seriously, none of this would have happened without our amazing supporters. Becca and I are so blessed to know so many great folks! We hope that future books in this series become just as helpful to writers as The Emotion Thesaurus!

Congrats!! I was part of RAOK and it was just awesome. I loved the attention to detail you gave with your posts. It was fool proof. Made it easier to post. I also loved getting personalized thank yous. You guys rock!